Amoena uses the start of the year as an opportunity to take a look at the past and at the same time, to look to the future in order to pursue the goals set for the new year, with full strength and motivation.
"One of our greatest successes in 2021 was certainly the successful positioning of The Amoena Solution in the market," says Oliver Dörner, CEO of Amoena. "The Amoena Solution is very closely aligned with the needs of women during and after a breast cancer therapy. It offers affected women with the products they need at every stage of their recovery journey." The implementation of this holistic approach to healthcare also involved a clear and understandable positioning of the various product lines, a restructuring of the product range and a clear price segmentation. The fact that this strategic step was the right one, is also confirmed by a numerous amount of positive feedback from our retailers.
At the same time, the marketing campaigns focus on an even more emotional customer approach. Amoena works closely with breast cancer survivor models who themselves have been affected by a diagnosis of breast cancer and who therefore have a very personal relationship with Amoena and Amoena products.
Two significant breast form products were launched in 2021: the individually, configurable Custom Breast Form, and also, the innovative Adapt Air breast form with air chamber technology for a natural wearing experience. The latter has already received five innovation and design awards. It currently represents the gold standard in breast forms.
There have been many exciting changes at the company’s headquarters in Raubling, Bavaria: the Seminar House has recently been inaugurated from undergoing an impressive renovation, with the addition of a new showroom. The outdoor facilities will also receive refurbishments and enhancements over the upcoming weeks during the grand makeover. But Amoena would not be Amoena if it had not itself set ambitious goals, and the product range is continually expanding across the portfolio.
"We are also looking forward to strengthening our cooperation with Ofa Bamberg, because in the spirit of a sustainable approach, we can join forces and make better use of resources," explains Oliver Dörner. We will then exclusively offer the solutions, resulting from the cooperation to our specialised trade partners and our customers.